Mattel has promoted 20-year company veteran Sanjay Luthra to executive vice president and managing director in the EMEA region. 

“Sanjay is an exceptional, entrepreneurial leader who has completely transformed and modernized our operations in the EMEA region,” says Steve Totzke, president, chief commercial officer, Mattel. “During Sanjay’s tenure, the EMEA business has become our fastest-growing international region, expanding market growth, strengthening relationships with Mattel’s key retail partners, and creating demand in an increasingly complex environment. I look forward to Sanjay’s steadfast leadership as we continue in growth mode, operating as an IP-driven, high-performing toy company.” 

Previously as senior vice president and managing director for five years, Luthra championed a European transformation plan focused on key retail customers, consumer-centric marketing and digital strategy, helping reshape Mattel EMEA as an organization and restoring the company as a global market leader.  

Read More: Mattel Promotes Names EVP, Global Head, Barbie and Dolls

Luthra’s experience in the toy sector spans two decades and several countries. He started working for Mattel in 2003 in his native India before heading to Eastern Europe and Canada, and his current role brought him to the U.K.  

In 2019, Luthra was elected as chairman of the Toy Industries of Europe Board, in recognition of his vast experience and leadership within the industry. He has been at the forefront of adapting the toy industry to meet the challenges of a changing retail market throughout the uncertainties of Brexit, COVID-19 and the war in Ukraine. Luthra is an advocate for the power of toys to educate children and of the toy sector to promote social change, such as encouraging sustainability and diversity, equity and inclusion. 

“I am honored and humbled to be part of this iconic company’s transformation in Europe, working hand in hand with our retail partners and a great team of diverse people to help deliver on Mattel’s purpose to empower the next generation to explore the wonder of childhood and reach their full potential,” says Luthra. “The opportunity in Europe is a huge one and I look forward to continuing to lead the Mattel EMEA team in expanding the business.”   

Mattel is exhibiting at Licensing Expo 2022. Find out more information here.